AdMinting on quest to power Africa’s creator economy

as Africa’s digital economy continues to expand, a startup AdMinting is positioning itself as an emerging infrastructure company focused on reshaping how brands engage creators and measure digital marketing performance across the continent.

In a statement shared with Society Plus, it noted that it is building a performance-driven ecosystem that enables brands, agencies, and businesses to run, manage, and scale creator-led campaigns with measurable outcomes rather than vanity metrics.

Its entry into the market comes amid growing concerns from advertisers over traditional influencer marketing models, which are often criticised for fake engagement, inflated follower counts, and limited transparency in performance tracking.

Globally, the influencer marketing industry is projected to exceed $30bn in value, while Africa’s rapidly growing mobile-first population continues to drive social commerce, peer-to-peer recommendations, and creator-led purchasing behaviour.

According to AdMinting, these shifts are creating demand for more accountable and data-driven creator marketing systems.

The Chief Executive Officer, Prisca Amaefule-Jayeoba, said, “Advertising is shifting from interruption to trusted recommendation. Brands no longer just want creators with followers. They want creators and communities that can drive measurable outcomes. We built this platform to bring structure, accountability, and performance into creator marketing.”

Rather than functioning as a traditional influencer marketplace, the company describes itself as a creator economy infrastructure platform combining creator discovery, campaign management, analytics, community distribution, and performance tracking in one ecosystem.

It allows brands to work with nano, micro, and macro creators based on engagement quality, niche relevance, audience behaviour, and conversion potential—not just follower size.

The platform tracks outcomes such as clicks, installs, leads, purchases, app downloads, and customer acquisition, helping advertisers move from visibility-based marketing to performance-based results.

It stated that it also provides real-time analytics, campaign insights, and workflow tools that allow brands to identify which creators, content formats, and audience segments are driving the strongest results.

The statement added that its campaigns have already generated millions of impressions across sectors including fintech, entertainment, education, lifestyle, and public services through creator-led distribution and niche communities.